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The Monkeys’ highly effective work for The Authorities of Tuvalu has received the Grand Prix within the coveted Titanium class and Cheil Worldwide’s ‘Knock Knock’ marketing campaign for the Korean Nationwide Police that aimed to achieve out to the victims of home violence has been awarded the Grand Prix within the Glass: The Lion for Change class.
Cannes Lions – Titanium
The profitable work, ‘The First Digital Nation,’ is a chilling reminder of local weather disaster and inaction threatening extinction of a whole Pacific Island nation, Tuvalu.
The marketing campaign attracts world consideration to a grave scenario. Almost 40% of Tuvalu’s capital district recurrently will get submerged in excessive tides. If no drastic measures are taken, rising sea ranges will swallow this low-lying Pacific archipelago earlier than the shut of the century. With time working out and the specter of submergence imminent, Simon Kofe, Tuvalu’s minister for Justice, Communication and Overseas Affairs, shared throughout November’s COP27 radical plans to protect the nation’s invaluable property like its tradition, heritage and historical past into the digital realm.
Addressing the summit by means of a speech delivered from the metaverse, Kofe declared, “As our bodily land vanishes, we’re left with no various however to pioneer the idea of a digital nation. Islands like ours can’t stand up to the speedy escalation of temperatures, rising sea ranges, and droughts. Due to this fact, we’ll recreate them just about.”
The marketing campaign (watch above) was materialised by The Monkeys (a part of Accenture Music) – the preliminary section of the challenge entailed making a digital duplicate or a digital twin of the Teafualiku Islet, the smallest island in Tuvalu. The digital illustration served because the cornerstone for the broader digitalisation effort. Common updates on the challenge’s progress are broadcast on Tuvalu.television, this enables for a world viewers to become involved and governments to be pressurised into taking actions so different smaller nations don’t meet the identical destiny.
‘The First Digital Nation’ beat others APAC contenders within the class like Dentsu Japan’s ‘The Nicely-Being Index’ that swiped a gold within the Artistic Enterprise Transformation class and Particular Auckland’s multi-awarded ‘The Final Efficiency marketing campaign for insurance coverage firm Companions Life.
Jury president David Droga, CEO and chair of Accenture Music, World famous, “This isn’t a expertise concept as such. It is a storytelling concept. That is an concept about altering perceptions and setting precedents. This was—from the shortlist all the best way to the final vote—the very best awarded entry from the start.”
Glass: The Lion For Change
Recognising work that challenges gender stereotypes or prejudice in promoting, the concept behind Cheil’s ‘Knock Knock’ marketing campaign was impressed by Morse code. Cheil created an answer that enables victims in harmful conditions to alert the police by tapping on any quantity, with out saying something.
In the course of the pandemic, there was a world surge in experiences of home violence, besides in Korea the place they decreased by 9% (supply: Korean Nationwide Police Company).
Now this drop didn’t point out a lower in home violence itself, however the Police suspected it being as a result of victims not even having the ability to make emergency calls and search assist as they’re remoted and confined in the identical area as their abusers.
In an setting the place it was more and more tough to report abuse, ‘Knock Knock’ supplied an answer that enabled predominantly feminine victims to name for assist with out utilizing phrases. All they needed to do was dial 112, press any digit twice as if sending a Morse code. The police will then ship a hyperlink to the caller that permits dwell location monitoring and a secret chat mode that enables the caller to speak with the police with minimal publicity.
Jury president Tea Uglow, founder, Darkish Swan Institute, World famous on the awards gala: “All our metals went to work that moved the needle. All of our metals went to work that went past consciousness into motion, past campaigns into structural, observable empowerment for girls.” Uglow added: “We can’t say one thing should be accomplished. We demand campaigns that do one thing.”
‘Knock Knock’ picked up high honours together with a trio of Grand Prix at Spikes Asia (Media, Cellular and Glass), three D&AD’s earlier than closing the season with a Glass Grand Prix on the seventieth Cannes Lions.
One other Titanium winner from APAC was Draftline Shanghai’s ‘Corona Further Lime’ marketing campaign for AB InBev together with David Bogota and David New York, which helped Chinese language lime farmers develop higher limes and enhance earnings.
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